Week 11: Video Games and Advertising

What are advergames?

Games specifically designed to promote a brand, product, service, or idea using interactive gameplay (also called advertainment).

What is Gamification?

Adding game elements (points, badges) to non-game contexts

What is In-game advertising (IGA)?

Ads placed within existing games.

What is the main purpose of advergames?

To engage audiences and communicate brand messages, increasing awareness, sales, and loyalty.

Where can advergames be found?

Across platforms including web browsers, mobile devices, consoles, PCs, arcades, and even VR.

How do advergames vary in complexity?

From simple web/mobile games to large-scale productions (e.g., America’s Army).

What are the three types of advergames?

• Associative: link brand to lifestyle (logos present)

• Illustrative: product is central to gameplay

• Demonstrative: simulate or allow interaction with the product

What is a key misconception about associative advergames?

They are often confused with in-game advertising, but they are standalone games.

What outcomes can successful advergames achieve?

Brand awareness, engagement, education, publicity, and increased sales.

When did advergames originate and who created the first one?

1978, created by Carol Shaw for a Polo game (never released).

What were early examples of advergames (1983 era)?

Chase the Chuck Wagon, Kool-Aid Man, Pepsi Invaders, Tapper, Tooth Protectors

When was the term “advergame” coined and what does it mean?

Coined in 2001 by Jane Chen and Matthew Ringel; it refers to using games to deliver advertising messages.

What are notable successful advergames and their impact?

• Chex Quest (1996): +248% sales

• Sneak King (2006): 2M+ copies, +40% Burger King sales

• Chipotle: The Scarecrow (2013): millions of views/downloads

• Volkswagen GTI (2009): first car launched via mobile game

How have advergames evolved with technology?

They now include VR, social media campaigns, mobile-first design, and immersive brand experiences.

How are brands and organizations using advergames today?

• Marketing campaigns (e.g., Walmart, Arby’s)

• Community engagement (e.g., KFC Gaming)

• Training/recruitment (e.g., U.S. Army)

What ethical concerns are associated with advergames?

Blurred lines between ads and entertainment, targeting children, lack of regulation, and promotion of unhealthy products.

What is in-game advertising (IGA)?

The placement of real-world ads or products within existing video games.

When did in-game advertising begin?

As early as the late 1970s.

What are early examples of in-game advertising?

• Adventureland (1978) promoting another game

• Lunar Lander (1979) featuring McDonald’s

What are the main types of in-game advertising?

• Static ads: fixed in the game

• Dynamic ads: updated in real time

What are common ad formats in games?

Interstitial, banner/native, contextual, reward-based, expandable, and video ads.

Why are video and reward-based ads popular?

They are effective and widely used, especially in mobile games.

Why do companies use in-game advertising?

It’s a fast-growing revenue stream driven by mobile gaming and esports.

What is driving the growth of IGA?

Mobile gaming, large player bases, and non-disruptive ad integration.

What challenges does in-game advertising face?

Maintaining immersion and fitting ads into fictional or unrealistic game worlds.

What criticisms exist of in-game advertising?

It can feel intrusive, overly commercialized, or break immersion.

How did the COVID-19 pandemic affect IGA?

Increased gaming led to more ad opportunities and deeper integration.

What are modern examples of advertising integration in games?

Fortnite collaborations (e.g., Marvel, concerts like Marshmello).

What ethical concerns exist with in-game advertising?

Impact on children, excessive ads in apps (~95%), data collection, and COPPA violations.

What recent policy change affected in-game ads?

Steam (2025) banned games that force players to watch ads.